Loyalty programs offer real discounts, CMA investigation finds

By: Trademagazin Date: 2024. 11. 28. 11:39

The UK’s Competition and Markets Authority (CMA) has found that loyalty programs at major supermarkets typically provide real savings, with 92% of discounted items genuinely cheaper than their usual prices. Analyzing about 50,000 grocery products across Tesco, Sainsbury’s, Waitrose, Co-op, and Morrisons, the CMA determined shoppers can save an average of 17–25% through loyalty schemes.

While most loyalty prices are legitimate, the CMA advises consumers to still compare prices, as these discounts aren’t always the cheapest option available. The watchdog also noted accessibility issues, urging supermarkets to make loyalty schemes easier for groups like under-18s, those without smartphones, and elderly shoppers to join and benefit from.

A Tesco spokesperson welcomed the findings, highlighting the savings their loyalty program offers, which can help customers save up to £385 annually. The CMA’s report reassures consumers about the fairness of loyalty discounts while emphasizing the importance of shopping around to maximize savings.